Tata Motors is planning to use its parent organization’s Croma retail chain to publicize the Tata Nexon electric across India. In an interaction with The Hindu Business Line, Shailesh Chandra, President – Electric Mobility Business & Corporate Strategy, said that the idea was conceptualised keeping in mind the customers visiting Croma. The Nexon EV will be displayed on a 6×8 feet screen in select locations and if the company gets desired results, the display will be expanded to more locations.
Mr Chandra said that the company has identified four groups of potential buyers for the Nexon EV after exhaustive testing. The first comprises those who are fitness freaks and close to nature, for whom an EV becomes synonymous with the green cause. The second group involves tech geeks who “will love anything new on technology”. The third category of buyers is the ones who choose an EV because of the maintenance issues of regular cars. The fourth group of customers are referred to as the wannabe Teslas who are excited by the era of global EVs and the personality of Elon Musk, the founder of Tesla Motors.
Bengaluru will spearhead the Nexon EV’s digital campaign as the city accounts for almost 50% EV market followed by Hyderabad, Pune, Mumbai, Delhi, Ahmedabad and Chennai.
According to Mr Chandra, other Tata Group companies have played a big role in the development of Nexon EV. Tata Power has installed about 50 fast chargers in five cities and is looking to add 250 more by the end of this fiscal year in seven cities and will also help out with home charging solutions. Tata Power’s input for the infrastructure that the grid will not be able to support more than 25 to 30 kW (as opposed to Tata Motors’ expectation of 50 kW) has helped the company to optimise many aspects.
Tata AutoComp Systems (TACO), which supplies components to auto manufacturers, is helping with Nexon EV’s battery pack, while Tata Chemicals is actively looking at cell manufacturing. Tata Motors Finance and Tata Capital have been roped in to oversee vehicle financing.
Tata Nexon EV undergoing tests